Business

The effect of articulation in sports posters on betting behavior

M. Alonso-dos-santos, S. Mohammadi, et al.

This groundbreaking research conducted by M. Alonso-Dos-Santos, S. Mohammadi, and F. Velasco Vizcaíno reveals how the perceived congruence and sincerity of Commercial Gambling Providers can influence consumers' willingness to engage in sports betting. With 518 UK participants involved, the findings pave the way for understanding the role of sponsorship in shaping betting behavior.... show more

Abstract

Several studies argue that sponsorship promotes and normalizes gambling behavior because commercial gambling providers (CGPs) act as sponsors for many sports entities. This study examines the effect of articulation on sports sponsorship, sincerity, and congruence as perceived by consumers and betting behavior by comparing a CGP brand with a congruent sponsor brand. Data were collected through an experiment combining sponsor type (CGPs sponsor vs. congruent sponsor) and articulation (commercial articulation vs. no articulation) in 518 UK subjects. Using structural equation modeling and multi-group analysis, results show greater willingness to bet when the CGP sponsor is perceived as congruent and sincere compared with the congruent sponsorship condition, suggesting this type of sponsor could encourage sports betting. However, eliminating CGP sponsorship is complex because of the significant funding they provide.

Publisher

Humanities & Social Sciences Communications

Published On

Feb 02, 2023

Authors

M. Alonso-Dos-Santos, S. Mohammadi, F. Velasco Vizcaíno

DOI

https://doi.org/10.1057/s41599-023-01517-0

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